Author: Franz Malten Buemann

Influencer marketing is a trendy topic these days, but it doesn’t require a lot of work or a ton of money to harness the power of influencers on your brand’s social media channels — and hosting something called an Instagram takeover is one of the lowest-effort, most organic ways to do just that.
Not sure what we’re talking about? Instagram takeovers involve a person or brand posting on your Instagram channel to give followers a peek at new and unique content from another perspective. Here’s an example of our friends at WeWork taking over our Instagram account:
 

In this post, we’ll dive into how to host your own Instagram takeover to drive engagement, brand awareness, and positive outcomes for your brand.

But there are several different approaches to Instagram takeovers that can be beneficial to your brand.
Other types of Instagram takeovers can include:

Employee takeovers
Customer or community member takeovers
Event takeovers
Product or offer promotions

Instagram takeovers are mutually beneficial for the guest Instagrammer and the host account. The host can bring valuable new content to their followers without having to create it themselves, and the guest is able to reach an entirely new audience by posting on another account.
Plus, Instagram takeovers help cultivate good-faith relationships between influencers that can create inroads for future collaboration and cross-promotion.
Now, let’s dive into how to get started with your Instagram takeover.

How to Host an Instagram Takeover
1. Choose what you want to accomplish.
Before choosing a guest to host your brand’s Instagram, you have to determine what you want to achieve with the takeover. Ideally, your Instagram takeover will achieve multiple positive results — but choosing a primary goal of the campaign will help determine which type of guest to invite.
Instagram takeover goals could include:

Increasing brand awareness. This can be measured by the number of new followers the Instagram account gains as a result of the takeover.
Promoting a product, event, or offer. This can be measured by the number of event registrations, offer redemptions, or lead form submissions as a result of the takeover.
Driving engagement within the Instagram community. This can be measured by the number of likes, comments, video and story views, and link clicks as a result of the takeover.

2. Pick your guest Instagrammer.
Now that you know your goal, you’ll have an easier time finding a guest who can make it happen.
For example, the team behind the award-winning musical Hamilton wanted to familiarize fans with the plays revolving cast members.
To do this, Hamilton started #SwingSaturday on Instagram in which a cast member who is prepared to play multiple roles (known as a swing) takes over the official Hamilton Instagram.
I Image source
There are a few types of guest Instagrammers you can invite to create content for your takeover:

Influencers within your industry
Employees at your company
Community members or customers

While it’s certainly possible for Instagram takeover guests to accomplish multiple goals, we recommend choosing your guest with the most effective strategy in mind.

Influencers will draw their followers to your Instagram with their endorsement of your brand, so they’re the best fit if your primary goal is to increase brand awareness by growing followers.
Employees will attract interest from their friends and colleagues who want a behind-the-scenes look at what they do at work every day. They’re the best fit if your primary goal is to drive engagement on Instagram.
Community members and customers will post enthusiastically about your brand and show the value of your product. They’re the best fit if your primary goal is to promote a product, event, offer, sign-up, or download.

Again, these goals aren’t mutually exclusive. Ideally, the content your guest creates will be highly engaging, shareable, and compelling to the viewer.
3. Decide on the content format and takeover logistics.
Once you’ve figured out what you want to accomplish and who will host your takeover, it’s time to nail down the specifics of how the takeover will run. Below are our suggestions of questions to answer when you meet with your takeover host:

When are you hosting the Instagram takeover, and how long will it last?
Who will manage the account? Will the guest get access to your Instagram credentials, or will they send you content and captions to post on their behalf?
How many times per day will the host post takeover content? If you have an optimal publishing schedule in mind, what times per day will the host need to post?
What hashtags will be used? Will you create a custom hashtag to promote the takeover? Is there a maximum amount of hashtags you want the guest to use in any given caption?
Which types of content will be shared during the takeover? Will the guest post photos, videos, Instagram Stories, or live videos? Will they post a combination of these formats?
How will both the guest and the host promote the takeover on Instagram? Will you agree to promotion on Instagram or other channels leading up to the event?
Are there any guardrails? Is there anything the guest shouldn’t record or mention over the course of the takeover?

Once the details of the takeover are finalized, decide how you’ll measure success over the course of the event.
4. Determine metrics to track during the takeover.
Depending on the goals of your Instagram takeover, some of these metrics will be more important than others. Below are the metrics we recommend tracking over the course of your takeover:

# of new followers
# of likes
# of comments
# of mentions
# of direct messages
# of Instagram Story views
# of live video viewers
# of Instagram Story clicks
# of offer redemptions/app downloads (if you promote a landing page)
# of attendees or sign-ups (if you promote an event)
Total social referral traffic to your website

Qualitative metrics to keep track of could also include positive comments on Instagram.
5. Promote the takeover across multiple platforms.
Once you’ve figured out the details of your Instagram takeover, it’s time to start getting people excited about it.
A day or two before the event, start promoting your upcoming Instagram takeover. If there are any contests, giveaways, or other incentives for people to follow along, make those clear in your promotions.
Of course, you need to promote the upcoming takeover on Instagram — especially if the takeover is happening within Instagram Stories or Instagram Live and you want to drive visitors to view those spots within the app.
However, you also need to promote the takeover on other social media channels to attract as many people to your campaign as possible. This is especially necessary if your brand’s Instagram account isn’t as developed or engaged as other channels.
The host and the guest should promote the takeover on a few of their channels leading up to the event to get both audiences as engaged and excited as possible.
6. Launch the takeover.
On the day of the takeover, it’s all systems go.
Make sure you have one team member monitoring comments and one team member uploading content to Instagram (if applicable). Remember, users can now upload content from desktop computers in addition to the mobile app, which can make the process easier from the office.
Throughout the day, cross-promote content that the guest is posting on their channels to help draw new people to your own Instagram takeover event.
Make sure to communicate when the takeover is starting and ending. Note in captions when the first and last posts are happening so viewers aren’t confused or abruptly left in the lurch, wondering if there’s more content forthcoming.
7. Analyze the results.
Once the takeover is over, it’s time to analyze its performance. Use the performance data from the takeover to determine how (or if) you’ll do your next takeover differently. Here are some questions to ask in your post-takeover analysis:

Did we achieve our goal? Did you earn more Instagram followers, achieve high levels of engagement, or get visitors to sign up for your offer?
Did we achieve secondary goals? Did the takeover result in other net benefits for your brand and your business?
Was the takeover worthwhile? Did it save you time and energy creating your own content, or did it create extra work? Did it drive a push of traffic and engagement, or did numbers remain mostly the same?

Even if the takeover doesn’t drive hard numbers for your business’s bottom line, takeovers are authentic and real. They also provide an inside look at an aspect of your brand or community followers don’t normally see.
And just because a takeover didn’t achieve your desired results on the first launch it doesn’t mean you shouldn’t give it another try later. That’s why you need to track its progress and results so that you can do better next time.
Social media is about being social, so pay attention to qualitative feedback, too. If commenters respond positively to the takeover, take their feedback and use it for ideating future Instagram campaigns.
Instagram Takeover Examples
Here are examples of some excellent Instagram takeovers:
1. Broadway Plus
To promote its brand to Broadway fans, Broadways Plus had Hadestown actress Kimberly Marable takeover the company’s Instagram stories. The takeover was promoted the day before by sharing a clip of Kimberly and the rest of the cast singing during an NPR Tiny Desk concert.
During the takeover, Marable shared exclusive behind-the-scenes footage of the Hadestown tour and gave followers of the account a glimpse into the day in the life of a Broadway performer. This worked in Marable’s favor as well because doing so promoted the Hadestown tour to more Broadway fans.
What I Like About This Instagram Takeover
This takeover provided timely and relevant content to fans of Broadway by having a prominent star give an exclusive look into a current tour. Marable was able to share content that only she would have access to, making the takeover that much more valuable.

 

 

 

 

 

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A post shared by Broadway Plus (@broadwayplus)

2. Fenty Beauty
Celebrity makeup artist Nina Ubhi took over cosmetics brand Fenty Beauty’s Instagram account stories in 2020. The goal was to show how makeup lovers can use brand’s products to achieve the perfect spring look.
During the takeover, Ubhi gave quick makeup tutorials using Fenty Beauty products while also showcasing her skills as a makeup artist.
What I Like About This Instagram Takeover
This takeover brings value to both current and potential Fenty Beauty customers. Not only did Ubhi promote the brand’s products, but followers of the account learned how to apply the makeup and create new looks.

 

 

 

 

 

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A post shared by FENTY BEAUTY BY RIHANNA (@fentybeauty)

3. Billboard
As we mentioned before, an Instagram takeover can be just as beneficial for the guest as it is for the host. For example, the boy band Why Don’t We promoted their music and tour by taking over Billboard magazine’s Instagram account. During the takeover, the band shared behind-the-scenes tour footage and live-streamed portions of their concerts.
What I Like About This Instagram Takeover
The takeover was a treat for general music fans as well as fans of the band thanks to the exclusive content and concert performances. The live-streamed concerts from the band’s performances especially created an immersive experience for Billboard followers.
4. MS Association of America
To raise awareness for multiple sclerosis, the MS Association of America had actress Selma Blair take over the association’s Instagram to share her experience with the disease. During the takeover, Blair read an excerpt from her autobiography “Mean Baby: A Memoir of Growing Up” that details how MS has impacted her life.
What I Like About This Instagram Takeover
Having a celebrity living with MS be the guest for the takeover was a great way to raise awareness of the disease. The videos of Blair reading excerpts from her book gave a personal touch that provided insight and stirred emotions from followers.
5. ASOS
Online clothing store ASOS teamed up with Neom Organics by having the organic beauty line company takeover the ASOS Instagram account. This showed ASOS customers that Neom is available at the online retailer and it introduced Neom Organics to a new audience.
What I Like About This Takeover
This is another great example of mutually beneficial takeover for both the guest and host. ASOS showed its range as an online retailer but showing that it sells more than just clothes and accessories — customers can also turn to the company for skincare needs as well.
At the same time, Neom Organics used the opportunity to promote its products, reach new potential leads, and provide information on where its products can be found — at ASOS.
And there you have it — a helpful checklist to launch a successful Instagram takeover and five examples to inspire you. For more ideas on how to drive results for your brand, follow us on Instagram, and download our guide to Instagram for business here.
Has your brand ever hosted an Instagram takeover? Share with us in the comments below.

 

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Email marketing is an important part of any wide-reaching, holistic digital marketing campaign. With email marketing, you can reach customers who rarely visit your online shop, bring people who have abandoned their carts back to your store, and announce special deals to drive engagement and traffic on the most important days of the year. But…
The post Debunking the 4 Most Popular Email Marketing Myths appeared first on Benchmark Email.

Hello marketers! I’m new to this sub so forgive me if this has been posted before – My client does all marketing comms out of HubSpot, but we are in the process of segmenting their app users out of HubSpot into a more basic email marketing platform. There is no benefit in having the app users in HubSpot, as the app isn’t their primary product and we want to trim down their db. However, they still want the ability to send promo-type/less-targeted emails if need be. Mailchimp was my first thought but I’d love to get everyone’s opinions! 🙏🏼 submitted by /u/rhondaashleyp [link] [comments]

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Shopping habits have drastically changed over the past few years.
For instance, while most of us previously browsed retail stores on a Saturday to find great deals, we now turn to Instagram to find discounts offered by influencers.
And rather than watching TV ads to find out about new products, nowadays, most of us stumble across ads in between YouTube videos.
Here, we’ll explore the shopping trends of 2022 to ensure you’re able to meet customers where and when they’d prefer to shop. Plus, we’ll uncover the shopping differences between generations. Let’s dive in. 

The Top Shopping Trends of 2022 
1. Influencer recommendations matter more than recommendations from friends and family.
Influencer marketing has proven an incredibly effective strategy for brands over the past few years — in fact, as of 2021, almost 60% of marketers said influencer marketing was the most effective marketing trend, ahead of SEO, experiential marketing, and short-form video content.
And in 2022, 30% of consumers now report influencer recommendations are one of the most important factors in their purchasing decisions, compared to 27% for recommendations from friends or family.
In many ways, this makes sense: Influencers are traditionally considered experts in their niche. If I follow a makeup influencer, it’s safe to assume he or she knows more about makeup than most of my friends.
For e-commerce businesses, this is powerful news: It means you no longer need to rely on word-of-mouth alone. Instead, it’s wise to focus your efforts on influencer marketing, since influencers have demonstrated a level of influence over their audiences that surpasses even that of friends and family.
2. Gen Zers prefer to discover new products via social media — but they still like to make purchases in-store.
Our State of Consumer Trends Survey found Gen Zers (ages 18-24) most often discover new products on social media (71%), followed by YouTube ads (56%), ads on music streaming services (55%), and internet searches (50%).
If your e-commerce business is targeting Gen Zers, then, it’s vital you focus your efforts on social media rather than paid ads when it comes to attracting new leads to your products and educating those leads on your products.
Additionally, when asked which content formats Gen Zers prefer for learning about a product and its features on social media, roughly 50% said they’d like to learn about a product through a story post. This is followed by short-form video (42%), and then a feed post (42%).
However, 73% of people (and 55% of Gen Zers in particular) say they’d still prefer to purchase a product in-store. This is an important call-out: While you’ll want to focus on social media for your lead generation efforts, it’s still vital to have a strong, effective in-store shopping option for those who would like to make the final sale in person.

3. When it comes to millennials and Gen X, retail stores and searching the internet are two popular options for discovering new products.
Similar to Gen Zers, the most popular method among millennial buyers for discovering new products is social media (51%).
However, in a close second for millennials is searching the internet (50%) — which means, if you’re targeting a millennial demographic, you might want to consider leveraging paid ads and a strong SEO strategy for getting your products in front of your target audience.
And if your target audience is Gen X (35-54 year olds), retail stores are the most popular option for discovering new products, so you’ll want to invest time and resources in partnerships with brick-and-mortar retailers to ensure your products are at plenty of physical locations.
Plus, similar to millennials, 39% of Gen X buyers also search the internet for new products, so SEO is another good option here.
4. Millennials and Gen Xers prefer to discover new products on social media through ads or sponsored content — while Gen Zers prefer discovering new products on social media through short-form videos.
Depending on your target demographic, you’ll want to vary the type of content you create for social media when it comes to attracting new audiences to your products.
For instance, if you’re aiming to attract Gen Zers, you’ll want to consider short-form video like TikTok or Instagram Reels, since 41% report short-form video as their preferred medium for discovering new products.
If you’re instead looking to reach millennials or Gen Xers, you’ll want to think about leveraging ads or sponsored content, since 44% mark that option as their favorite.
5. Mobile phones are the most popular device for online shopping.
When shopping online, roughly 75% of consumers prefer using their mobile devices, compared to 15% that prefer desktop and 6% that prefer tablet.
This means as an e-commerce business it’s critical your website is mobile-optimized, and you have mobile-responsive product pages.
If I’m scrolling a company’s products and I find it’s too difficult or cumbersome on my phone, I typically ditch the website – and don’t return. So it’s vital you ensure you’re following mobile best practices (including large text, lots of white space, responsive templates, and mobile-friendly calls-to-action).
6. Price matters most to when it comes to making a purchasing decision — but other factors might surprise you.
Across the board, price is a major factor when it comes to purchasing decisions. 78% of Gen Z, 74% of millennials, 74% of Gen X, and 73% of Boomers report price as one of the most important factors when it comes to deciding whether or not they’re going to buy a product.
The quality of a product is important, as well, with 65% of Gen Z, 78% of millennials, 82% of Gen X, and 72% of Boomers marking it as another top factor when it comes to purchasing decisions.
But beyond having a reasonably-priced and high-quality product, there are a few other distinguishing factors you’ll want to keep in mind when marketing your brand.
For instance, 57% of Gen Zers will consider purchasing a product if a percentage of the proceeds from the purchase will be donated to charity. And 55% of millennials prefer buying a product that has strong reviews. 62% of Gen Xers appreciate whether a brand has an active community around it, and 55% of Boomers look for a product’s features and functionality when considering a purchase.

The Shopping Trends to Expect in 2023
As we move into 2023, here are a few trends you’ll continue to see: 

Mobile usage for shopping will continue to dominate the e-commerce industry. In 2018, it encompassed 63.5% of total e-commerce sales, and in 2020, that number jumped to 70.4% (Source). As mentioned above, we found roughly 75% of consumers preferring their mobile devices in 2022, which suggests mobile sales will continue to dominate the e-commerce landscape. 
TikTok and other short-form video platforms will become increasingly popular for advertisers. As TikTok continues to make changes to its advertising offerings (such as its new Branded Mission feature), we’ll see more advertisers join TikTok in 2023 — we’ll also see additional advertisers test out other platforms, such as Instagram Stories, since short-form video is becoming the most popular video length. 
The Influencer industry will continue to grow and remain one of the most popular avenues for brands looking to connect with their audiences. Influencer marketing has grown rapidly over the past few years — from $1.7 billion in 2016 to $9.7 billion in 2020, and $13.8 billion in 2021. Nowadays, Gen Zers and millennials aren’t looking to celebrities for inspiration when it comes to purchasing products or services, and they’re not turning to friends, either — they’re looking to these influencers. 
We’ll see a rise in people who use the metaverse or buy virtual currency. HubSpot Blog Research found over half of those who have ever used the metaverse or bought virtual currency/items have done so within the past three months — including 56% who’ve visited the metaverse, 56% who’ve bought cryptocurrency, and 75% who’ve bought NFTs for the first time. 

When creating an effective e-commerce strategy, it’s vital you take the time to understand how shoppers want to shop today — and into the future. Shopping behaviors change over time. The more your business can meet the evolving needs of your consumers, the more likely you are to continue to succeed well into the future.